MEMSIC’s new MMC212XM is the first in a family of magnetic sensors and a key component to provide developers cost-effective solutions offering greater precision and user-friendly automatic calibration required to expand the LBS capabilities in mobile phones and other personal and automotive devices. LBS, provides a host of capabilities that consumers find desirable, including local navigation and smart mapping, shopping aids, entertainment and information of the immediate surrounding area and the applications continue a very rapid growth. According to Gartner Inc, LBS subscribers are expected to grow from 43.2 million in 2008 to 300 million in 2011.

The new family of magnetic sensors feature MEMSIC’s Intelligent Heading Correction (IHC) algorithms, which automatically calibrate the device, compensate for the extraneous magnetic interference, therefore providing higher accuracy with a user friendly experience. . In addition, the new sensor will draw just 400 microamperes (uA) of power, making it suitable for mobile applications.

The new sensor is the first offering in a new family of sensors from MEMSIC that allow developers to deliver a rich combination of capabilities from one chip. The company plans on releasing additional members of the family throughout 2009, and beyond.

Dr. Yang Zhao, President and CEO of MEMSIC said, “Location-based capabilities are a major initiative for mobile phone vendors and developers next year. As consumers demand more from their personal devices and vehicles, MEMSIC’s new magnetic sensor solutions will be a key component for delivering the new applications that leverage this information and open the door to new revenue streams for vendors and service suppliers.”

Pricing for the new sensor starts at $3.85 per unit for 1,000 units, with volume production starting this month.

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